Writing is never just about words on a page; it is about connection. Every time you put pen to paper or fingers to keyboard, you are engaging in an invisible dialogue with someone on the other side.
To make that dialogue meaningful, you must be intentional. Great writing doesn’t simply inform—it transforms. And to achieve that, you need to focus on four things: the person, the pain, the purpose, and the promise. These four elements form the heart of writing that not only gets read but remembered.
1. Person – Who Are You Writing To?
Every piece of writing has a reader in mind. Without knowing who that person is, your words will lack direction. Imagine walking into a room and speaking without knowing who your audience is—are they children, professionals, or parents struggling with everyday stress? Your tone, choice of examples, and even the rhythm of your sentences would vary greatly depending on who is listening.
For instance, if you are writing about healthy eating, your approach will differ depending on your audience. Writing to college students, you may speak of late-night snacks and budget-friendly meals. Writing to young mothers, you may focus on quick, nutritious meals that can be prepared while the baby naps. Knowing the “person” gives you clarity and makes your writing feel personal, almost like a friend leaning across the table to share something valuable.
2. Pain – What Problem Do They Have?
People rarely read for the sake of reading. They read because they are seeking relief, answers, or insight. Pain is the bridge between you and your reader. If you can identify their struggle, you immediately gain their attention. Pain could be as small as the frustration of forgetting where they left their keys or as deep as the ache of loneliness after a broken relationship.
Take a financial blog, for example. A generic article on “saving money” might fall flat. But if you speak to the pain of a single parent who feels defeated every time the bills pile up before payday, your words pierce deeper. You’re not just throwing advice—you’re acknowledging their reality. Pain is what makes your writing relevant.
3. Purpose – Why Are You Writing to Them?
Once you have identified the person and their pain, you must define your purpose. Purpose is the compass of your writing. Without it, your words wander. Are you writing to encourage? To instruct? To warn? To inspire? Each purpose shapes your message differently.
For example, if your purpose is to inspire someone struggling with self-doubt, you might share stories of people who overcame impossible odds. If your purpose is to instruct, you break things down into clear steps. Purpose is what prevents your writing from being a stream of random thoughts. It keeps your message sharp and effective.
4. Promise – What Will Your Writing Do?
Every piece of writing should end with a promise. A promise is not an empty slogan—it is the transformation your words offer. Readers must feel that by the end of your article, story, or message, they will walk away with something tangible.
For example, a devotional might promise peace and encouragement to someone weary of life’s battles. A health guide might promise more energy and vitality if the advice is applied. A financial article might promise hope that debt can be overcome. Without a promise, writing feels incomplete, like a story without an ending.
When you focus on the person, the pain, the purpose, and the promise, your writing comes alive. It becomes less about stringing words together and more about offering transformation. The reader feels seen, understood, and empowered. And that is when your writing stops being just words—it becomes a gift.
1. Person – Who Are You Writing To?
Every piece of writing has a reader in mind. Without knowing who that person is, your words will lack direction. Imagine walking into a room and speaking without knowing who your audience is—are they children, professionals, or parents struggling with everyday stress? Your tone, choice of examples, and even the rhythm of your sentences would vary greatly depending on who is listening.
For instance, if you are writing about healthy eating, your approach will differ depending on your audience. Writing to college students, you may speak of late-night snacks and budget-friendly meals. Writing to young mothers, you may focus on quick, nutritious meals that can be prepared while the baby naps. Knowing the “person” gives you clarity and makes your writing feel personal, almost like a friend leaning across the table to share something valuable.
2. Pain – What Problem Do They Have?
People rarely read for the sake of reading. They read because they are seeking relief, answers, or insight. Pain is the bridge between you and your reader. If you can identify their struggle, you immediately gain their attention. Pain could be as small as the frustration of forgetting where they left their keys or as deep as the ache of loneliness after a broken relationship.
Take a financial blog, for example. A generic article on “saving money” might fall flat. But if you speak to the pain of a single parent who feels defeated every time the bills pile up before payday, your words pierce deeper. You’re not just throwing advice—you’re acknowledging their reality. Pain is what makes your writing relevant.
3. Purpose – Why Are You Writing to Them?
Once you have identified the person and their pain, you must define your purpose. Purpose is the compass of your writing. Without it, your words wander. Are you writing to encourage? To instruct? To warn? To inspire? Each purpose shapes your message differently.
For example, if your purpose is to inspire someone struggling with self-doubt, you might share stories of people who overcame impossible odds. If your purpose is to instruct, you break things down into clear steps. Purpose is what prevents your writing from being a stream of random thoughts. It keeps your message sharp and effective.
4. Promise – What Will Your Writing Do?
Every piece of writing should end with a promise. A promise is not an empty slogan—it is the transformation your words offer. Readers must feel that by the end of your article, story, or message, they will walk away with something tangible.
For example, a devotional might promise peace and encouragement to someone weary of life’s battles. A health guide might promise more energy and vitality if the advice is applied. A financial article might promise hope that debt can be overcome. Without a promise, writing feels incomplete, like a story without an ending.
When you focus on the person, the pain, the purpose, and the promise, your writing comes alive. It becomes less about stringing words together and more about offering transformation. The reader feels seen, understood, and empowered. And that is when your writing stops being just words—it becomes a gift.
S.O PIENS, MD
August, 2025
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